Transport Scotland has withdrawn an image from an advert promoting cheap bus travel across the Scottish Highlands and Islands after it emerged the picture appears to show a nature reserve in China, not Scotland.
The campaign, which advertises a £2 bus fare cap across the Highlands and islands from 23 March, went viral on social media when eagle-eyed users spotted features such as green road barriers that do not exist in Scotland. Members of the public suggested the photo was taken in the Changbaishan National Nature Reserve, along the border of China and South Korea.
Transport Scotland confirmed that the campaign included incorrect images provided by an external marketing agency, which have since been removed from all communications, including on transport websites for Stagecoach and Citylink.
However, Highland Tourism, a community group, criticised the decision to blame the marketing agency. Director Willie Cameron told BBC Scotland: “Blaming a marketing agency is shameless. The responsibility goes back to whoever sent the brief across, when the campaign was ready to go out and being signed off. Why did nobody in the marketing team at Transport Scotland ask where the picture was taken?”
A Transport Scotland spokesperson said it had “clearly” specified that images should accurately reflect the local area and vehicle type, but that “an incorrect image was then provided by the marketing agency”. The spokesperson added that the image has been removed from partner communications packs and will be withdrawn from any ongoing distributions.
